What are your standout memories from your time at ESMS?
Too many to count! From the rugby tour to New Zealand, to unforgettable school trips like Carbisdale, to hearing J.K. Rowling read from Chamber of Secrets before she became a household name, it was an incredible time. I feel fortunate to have had so many opportunities, and the friendships I made then remain strong today.
The teachers also had a significant influence. Mr Park, Mr Longmuir, Mr Wood in Geography, and Mr Garden and Mr Crosbie in Latin, among others, fostered camaraderie and encouraged open debate. Their approach left a lasting impact on me.
Did school help shape the skills you use in your career today?
Absolutely. ESMS championed open discussion, creativity, and critical thinking. Learning how to build, refine, and articulate a point of view has been invaluable throughout my career in marketing and communications.
What led you to study Law at Cambridge?
I enjoyed all my subjects and found it difficult to choose just one, but I was drawn to law for its emphasis on debate, argument, and critical thinking. I also saw it as a versatile foundation that could open doors to a wide range of careers. If I hadn’t chosen law, I would have studied geography. I’ve always been fascinated by the interplay between human and physical geography and how each shapes the other.
Your first major step after university was an internship at the UN’s International Criminal Tribunal for the former Yugoslavia. What was that like?
After graduating, I wasn’t entirely sure which direction to pursue, so I sought an opportunity abroad where I could put my degree to use. The UN internship proved to be profoundly eye-opening, immersing me in cases that had shaped the lives of millions. It was inspiring to witness the court’s dedication to upholding humanitarian law and ensuring that victims’ voices were heard.
What made you transition from law into advertising?
I entered the job market at a time when opportunities were limited, so I cast a wide net and explored a range of industries. Advertising stood out because it’s fundamentally about understanding people: what they value, what they reject, and how they connect with brands. That human element really appealed to me.
How did you land your first role at Leo Burnett? Did legal training help in advertising?
I took a broad, exploratory approach, applying widely and researching a variety of roles. In both law and advertising, you’re required to absorb large amounts of information and distil it into a clear, compelling narrative. That ability to analyse and communicate succinctly definitely helped me transition into marketing.
What have been some of the most exciting or challenging projects you’ve worked on?
I’ve been fortunate to work on campaigns that were both high-profile and socially meaningful. Highlights include overseeing McDonald’s sponsorship of the London Olympics and leading NHS communications during COVID. Supporting people in accessing essential health services at such a critical moment was an experience I’ll always value.
How has advertising evolved with digital and tech-driven marketing?
There have been two major shifts:
- Consumer behaviour. Social media has overtaken traditional media as the primary space for brand-building. The average person now spends around 2.5 hours a day on social platforms, and Gen Z increasingly uses TikTok as a search engine.
- Speed, innovation and personalisation. Trends now emerge in hours rather than weeks, and technology, especially AI, has transformed both the pace and precision of marketing. At DEPT, around half of our work now involves AI in some form, enabling us to create high-quality advertising assets in minutes rather than weeks. This same technology also powers real-time personalisation, allowing brands to deliver highly relevant content tailored to individual preferences at scale.
How do you stay ahead of these changes?
I make a conscious effort to stay connected to cultural and digital trends, whether that’s through social media, traditional media, or spending time in places like galleries that spark new ideas. At DEPT, we also maintain close relationships with platforms such as TikTok, Meta, Google, and Reddit, which helps us understand how audiences are behaving and where engagement is shifting.
What do you think makes a great leader in your industry?
Empathy is essential, being able to understand and balance different needs, both within a team and with clients. It’s also important to be comfortable operating with about 80% certainty; in a fast-moving industry, you rarely have all the information, and waiting for perfection can mean missing opportunities. Finally, great leaders create an environment where people feel empowered to share ideas and express their creativity. That’s when teams do their best work.
Have any mentors particularly influenced your career?
One of the things I love most about advertising is the diversity of talent and ideas, it’s an industry that thrives on nonconformity. After all, where else could a drumming gorilla or a talking meerkat become cultural icons? I learned a great deal during my time at M&C Saatchi, where the founders were still involved when I joined. Their approach to creativity and bold thinking had a lasting influence on how I work today.
Now in a leadership role, how do you mentor younger talent?
I encourage people to speak up, share their opinions, and ask questions, curiosity is one of the most valuable traits in our industry. I also remind them not to hesitate when it comes to reaching out. Social platforms have made networking more accessible than ever, and if you’re interested in a company or a particular career path, connecting with people already working in that space can be incredibly insightful. You’d be surprised by how many are willing to offer guidance.
What do you enjoy doing outside of work?
I love spending time with my wife, our two-year-old, and our cat. I’m also passionate about cooking, fishing, and golf, and I try to watch as much rugby and cricket as I can, often with friends from my school days.
If you could give one piece of career advice to students at ESMS, what would it be?
There’s no such thing as a forever decision. The choice you make now won’t define your entire career. There’s often a lot of pressure to get things “right,” but the best way to discover what truly suits you is to stay open, be curious, and try different things. Each step helps you learn more about yourself and where you want to go.
What excites you most about the future of advertising and digital tech?
AI is transforming advertising in ways we’re only beginning to understand. Beyond efficiency, its real promise lies in crafting experiences that feel bespoke to each individual. Imagine advertising that adapts in real time to your preferences, mood, or context. As generic content fades away, brands will be able to build deeper, more authentic connections – and consumers will receive messages that feel less like ads and more like value.
